Abstract. The article analyses the principles of forming the programming policy of the “Adygea” television and radio company, its functions, as well as the formats and genres used in the production of thematic programs. Factors influencing its work are revealed. Special attention is given to projects aimed at preserving historical and cultural memory. The article considers the role of the television and radio company as a means of mass communication performing the functions of preserving national identity on the one hand, and on the other hand, participating in the formation of new values that arise as a result of the interaction of cultures and traditional religions of the nations living in a multi-ethnic region, which justifies the relevance of the study.

Key words: Adygea, multi-ethnic region, TV and radio company Adygea, sociocultural features, national identity of the ethnic group, Adyghe culture, traditional values, historical memory, consolidation of society.